REINVENTING The Traditional Business Model
Marie Claire Malaysia|May 2020
Innovative partnerships might be the solution brands need to stay relevant
Ai Lim
REINVENTING The Traditional Business Model

Fashion’s never-ending quest for newness and relevance is a feature we are all familiar with. This pressing journey within the industry is further heightened in a modern, fast-paced world, where the need to stay current and engaging is more omnipotent than ever. The roots of these changes stem from the rapid growth of online shopping and social media, which in turn, have also brought about an immediate change in fashion consumerism.

In a bid to keep up with the demand, boost their brand presence and sales, brands extend their reach by way of extensive social media marketing with enticing digital content – feeding into this vicious loop of existential dependency. This prevailing attitude towards the consumer’s newly acquired habit is a sign of the times, no doubt, thanks in part to sky-rocketing advancements in technology. So how do brands keep up with this demanding pursuit of newness without losing their brand identity and ethos?

Collaborations might just be the answer to this conundrum. After all, maintaining public and industry interest in the brand is key to survival. In fact, collaborations are not at all uncommon within the industry. From Louis Vuitton’s extensive range of one-off exclusive collections featuring industry supers such as Karl Lagerfeld, Christian Louboutin and world renowned artist Yayoi Kusama, to Dior’s intricate collection of Dior Lady Art collaborations with female artists from all over the world, collaborations have cemented their distinctive place within the industry as a flowering branch that is ripe and ready for the picking.

The Benefits of Collaboration

This story is from the {{IssueName}} edition of {{MagazineName}}.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the {{IssueName}} edition of {{MagazineName}}.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM MARIE CLAIRE MALAYSIAView all
High Fashion Takes A Stand Against The Covid-19 Pandemic
Marie Claire Malaysia

High Fashion Takes A Stand Against The Covid-19 Pandemic

As the world battles the turbulent effects of COVID-19, fashion’s most prestigious luxury groups join in on the fight against the novel coronavirus

time-read
4 mins  |
May 2020
She NAILED It
Marie Claire Malaysia

She NAILED It

Pursuing a successful career beautifying the nails of Hollywood’s who’s who is incredibly intense—but it is also incredibly rewarding. Sought out by Hollywood’s elite, nail artist Thuy Nguyen gives us a closer insight on her journey as an artist in La-La land

time-read
2 mins  |
May 2020
The ILLUSTRATOR of DREAMS
Marie Claire Malaysia

The ILLUSTRATOR of DREAMS

Azza Arif gives an exclusive insight into the romantic world of Elie Saab, brought to life with the creativity of fashion photography and digital illustration using Apple’s creative essentials—the iPhone 11 Pro and the iPad Pro

time-read
2 mins  |
May 2020
The Newest BEAUTY BOSSES
Marie Claire Malaysia

The Newest BEAUTY BOSSES

Redefining the Malaysian beauty scene, Marie Claire Malaysia explores exactly how our homegrown future shapers are thriving in the local landscape of beauty

time-read
9 mins  |
May 2020
YUNA AT HOME
Marie Claire Malaysia

YUNA AT HOME

We all know her as the woman with a POWERFUL VOICE. An international name, YUNA acknowledges the role her soulful MUSIC plays in the lives of her listeners, and despite her stardom, strives to CONNECT with her audiences during this pandemic through Instagram live sessions, and SHARING her KNOWLEDGE of music through virtual intimate classes she calls Tiny Class. She talks to Azza Arif about life at home under MCO, the CHANGES she hopes to see within the music industry, her LOVE for her QUARANTINE PARTNER and husband, Adam—including what habits she picked up from him; and the advice she would give to her 15-YEAR OLD SELF

time-read
10+ mins  |
May 2020
REINVENTING The Traditional Business Model
Marie Claire Malaysia

REINVENTING The Traditional Business Model

Innovative partnerships might be the solution brands need to stay relevant

time-read
5 mins  |
May 2020
DESIGNERS to WATCH
Marie Claire Malaysia

DESIGNERS to WATCH

Stay in the know with our curated list of talented emerging designers that will keep you looking fashion-forward for any occasion

time-read
3 mins  |
May 2020
6 TIPS for a BETTER ORGASM
Marie Claire Malaysia

6 TIPS for a BETTER ORGASM

Achieving consistent, mind-blowing orgasms doesn’t necessarily have to be a distant dream—there are little tricks that can help you learn how to have better—and more frequent—orgasms

time-read
2 mins  |
May 2020
SPRING Training
Marie Claire Malaysia

SPRING Training

Spring clean and revamp your post gym skincare essentials to not only maximise your body and mind, but your beauty health too

time-read
2 mins  |
April 2020
Of Mentors and PROTÉGÉS
Marie Claire Malaysia

Of Mentors and PROTÉGÉS

Supporting quality, excellence and performance— a cross-generational exchange like no other. Rolex unveils its list of inspiring mentors and talented protégés for the 2020-2021 Rolex Arts Initiative

time-read
1 min  |
April 2020